Sofology Case Study

Sofology is the fastest growing sofa retailer in the UK with an ever expanding store portfolio.

The family-owned furniture chain has built its business around delivering an immersive and exceptional customer experience both in-store and online. The innovative company looks for ways to enhance the customer experience in all 28 of its stores by adding value through technology - Usng iBeacons, apps, and IPAD based showroom support, all designed to improve the retail experience.

Triggered emails provide 127% uplift on open rates.

Objective:

To increase footfall to store and convert customers faster

Hypothesis:

Offering a promotional incentive for a limited period to site visitors would increase the volume of email capture and drive traffic to store.

Segment:

All onsite browsers in August 2015

Mechanics:

A range of vouchers "incentives" from furniture cleaning kits to a free sofa

Solution:

Development of onsite banners and pop-ups promoting the offer incorporating behavioural triggers. Data capture including email sign ups, integration with Facebook, instore retargeting emails and tombola entry. Development of a five stage programmed sequence of trigger based email campaigns designed to remind shoppers of the promotion and increase footfall

Result:

Impressive 24% voucher redemption rate. Of all vouchers redeemed 65% were generated and redeemed within the hour, proving that real-time behavioural tracking is essential. The five stage email programme out performed the control group with open rates 127% higher than the test and 62% higher click through rates

"Intilery's platform and responsive team have really helped us get to grips with data-driven decision making. The omni-channel Single Customer View and Data Planning System enable us to build customer centric journey plans that result in increased store footfall and higher revenues."